Video hub: Video Performance replay q1 2012

PERFORMANCE REPLAY REPORT: Q1 2012

FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012

Source: VideoHub Internal Data


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Q1 EXECUTIVE SUMMARYThrough transparency, the right data, and better tools, the digital screen has started to materialize in ways that were never thought possible. Looking through the deep lens of the VideoHub platform, we’ve begun to piece together the “wild west” of online video and have found a world where video marketing works, regardless of device, screen, or “show.”

However, digital isn’t just one more screen for incremental ratings. The big breakthrough is the level of accountability digital is bringing to brand marketing, showing us that not all reach is equal, and not all reach is effective.

This new unfettered access to robust, relevant, and actionable data is enabling marketers to take their brand strategies to new levels. The digital space has traditionally shied away from transparency, but opening the black box has resulted in a brand-side view into the promise of digital advertising, taking digital marketing up the funnel.

In this report, we’ll present insights into the unique qualities of the digital video landscape and how traditional video ads are fitting into a new era of content consumption.

Top-line Takeaways:• Executing a “video everywhere” strategy requires understanding the differences between digital and traditional consumption. Although digital is another screen, consumption and behaviors vary drastically from traditional viewing and strategizing within their unique qualities is key.

• The traditional TV schedule and seasonality make a significant impact on how and what consumers watch online.

• Digital video is more measurable than the traditional screen, making measuring what matters for brand marketers even more critical. Focusing on measurement that is scalable and cohesive will maximize effectiveness for brands.

VideoHub Perform

ance Replay: Q

1 2012

Q1 2012 CONTINUES TO ESTABLISH THE DIGITAL SCREEN AS A POWERHOUSE FOR BRAND ADVERTISING

LOG IN TO VIDEOHUB AT VIDEOHUB.TV FOR FULL VISIBILITY INTO YOUR VIDEO PERFORMANCE.

VideoHub Illuminates

With every Tremor Video campaign buy, brand marketers access VideoHub’s uncensored view of how and why your investment is working in real time. This report provides a snapshot of your online video performance, including interesting trends and live insights to inform your marketing spend.

VIDEO

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Publisher Content Category

GEO Time of Day

Day of Week

REACH

FREQUENCY

TIME SPENT

BRAND LIFT

ENGAGEMENT

CTR

CONVERSION Frequency Browser

Type OS

Type Demo Video

Consumption

Video View History

Custom Behavior

7 PERFORMANCE GOALS 13 VIEWER SIGNALS

Player Size

LOG IN TO VIDEOHUB AT VIDEOHUB.TV FOR FULL VISIBILITY INTO YOUR VIDEO PERFORMANCE.

VideoHub Illuminates

With every Tremor Video campaign buy, brand marketers access VideoHub’s uncensored view of how and why your investment is working in real time. This report provides a snapshot of your online video performance, including interesting trends and live insights to inform your marketing spend.

VIDEO

HU

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VERVIEW

M

ay 29, 2012 3

Publisher Content Category

GEO Time of Day

Day of Week

REACH

FREQUENCY

TIME SPENT

BRAND LIFT

ENGAGEMENT

CTR

CONVERSION Frequency Browser

Type OS

Type Demo Video

Consumption

Video View History

Custom Behavior

7 PERFORMANCE GOALS 13 VIEWER SIGNALS

Player Size

PlayerPosition



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VIDEOHUB’S DEEP FOOTPRINTPowering billions of streams every month, VideoHub is a powerhouse of knowledge. Through our end-to-end technology footprint, we’ve gained unprecedented insight into the relationship between ads, viewers, and content. This report provides a snapshot of our findings across the multitude of video and viewer signals driving brand advertising performance and digital consumption trends. Below are the 14 signals VideoHub tracks and analyzes, including the recent addition of Player Size and Player Position.

VIDEO ADS VIDEO CONTENT

Reach Frequency TimeSpent

BrandMetrics Engagement CTR Conversion

NEW!

NEW!

About O

ur Data



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Unlike traditional TV, the digital screen is always on and always accessible. Digital viewers tend to be hyper-focused but scattered across a wide range of traditional and non-traditional viewing content. As a result, digital video ads have the ability to generate a stronger impact per exposure while the strength of traditional TV lies in concentrated, mass exposure.

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• Condensed audiences• Viewing largely dictated by program schedules• Full-length shows• Viewing often with family and friends• Primetime and mid-week tune in spikes/raudience concentration

• Show life span based on popularity/viewership

• Scattered audiences• Viewing dictated by personal preferences and rreal-time needs

• Diverse content length and piecemeal viewing• Viewing typically alone/focused• Tune-in is individualized and centers around rpersonal schedule

• Content has no limits on life span

Traditional TV Digital Video

One (Show) to Many (Viewers) Many (Shows) to Many (Viewers)



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DAYPART IS NOT A SIGNIFICANT RATINGS DRIVERDigital viewing doesn’t exhibit the concentrated daypart spikes exhibited in TV viewing and is more evenly distributed throughout the day. In Q1 2012, the highest overall stream volumes were between 12:00pm-4:00pm, but a given hour never exceeded a 6% overall share. This varied from Q4 2011, when stream volume was more closely aligned with primetime.

0%

2.00%

4.00%

6.00%

12am 2am 4am 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm

Q1 Online StreamsQ4 Online Streams

Q1 streams saw highest consumption from 12-3pm.

Q4 streams saw highest consumption between 4-9pm.

Stream Composition: Q1 2012 VS. Q4 2011

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0

3.3

6.5

9.8

13.0

12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm0%

2%

4%

5%

7%

5.3 5.6

7.0

10.0

12.4

11.010.3

9.6

8.68.2

7.67.3 7.4 7.2

6.8 6.7 6.56.1 6.0 5.9 5.8 5.6 5.4 5.3



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OVERNIGHT AND EARLY MORNING VIEWING CONSISTENCYEarly morning and overnight viewers tended to tune in at the same time on a more consistent basis during the months of January, February, and March. Although afternoon and evening viewership was less consistent, it attracted more unique eyeballs.

During Q1, monthly viewing frequency was strongest in the early morning hours.

Monthly Unique Reach vs. Average Monthly Frequency

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Sum of average frequency (calculated) Sum of reach

Unique R

each Com

position

Aver

age

Freq

uenc

y

Relative Performance: Brand Lift Relative Performance: Completions



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DAYPART MATTERS FOR THE EFFECTIVENESS OF YOUR AD

11am - 4pm 8pm - 12am

During Q1, VideoHub for Advertisers found on average that brand health was strongest during the afternoon hours (the same time that streaming was highest). Viewers, however, were less likely to drop off from a forced ad experience during primetime and late night.

Performance Key: Above Q1 average Below Q1 average 0 is baseline (average performance)

Q1 Ad Benchmarks: Daypart

If Brand Health is the goal, VideoHub saw the mid-day hours drove the highest performance.

If Completions are the goal, Primetime TV hours provide the greatest performance.

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SHORTER CONTENT IS MORE UNIVERSALLY POPULAR

0-30s 30-60s 1-3m 3-5m 5-15m 15-30m 30-60m

10.1%

19.6%

32.2%

15.6%

9.3%

4.4%

7.3%

Short-form content saw the highest concentration of unique viewers, with one to three minute content attracting the most diverse audience.

Composition Unique Reach: Q1 2012

Digital viewership is largely dictated by consumers individual preferences and personal schedules and not controlled by scheduled content. As a result, viewers watch a more diverse range of content. Although full episode content is popular online, one to three minute clips have the highest ratings.

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0-30s 30-60s 1-3m 3-5m 5-15m 15-30m 30-60m 60+ m

69%

65%

77% 77%

72%

87%

92%90%



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VIEWERS ARE ACCEPTING COMMERCIALS FOR “VALUED” CONTENTWhether the :15 or :30 second TV commercial is the most effective format is debatable. However, consumers are accepting these commercials into their experience. The drop-off rate for digital content is slightly lower when an ad is inserted prior to short-form, rather than long-form content.

Short-form content sees 65-77% completion rates.

Long-form content sees 77-92% completion rates.Pre-Roll Completion Rates: Q1 2012

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VIEWERS ARE MORE LIKELY TO INTERACT WITH ADS WHILE WATCHING SHORT-FORM VIDEO

For standard pre-roll, the impact of content length on CTR.

Q1 Ad Benchmarks: Content Length

Relative Performance: EngagementRelative Performance: CTR

For interactive pre-roll, impact of content length on Engagement.


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LOCATION IMPACTS DIGITAL VIEWINGConsumption is on the rise in all locations, but online and mobile video have different areas of concentration.

New York, Los Angeles, and Chicago had the greatest reach for online

video among American cities in Q1.

13

2

1

2

3

Dallas, New York, and Atlanta had the greatest reach for mobile video

among American cities in Q1.

Online Video Mobile Video

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IN ADDITION TO VIEWERSHIP, AUDIENCE RESPONSE AND AD EFFECTIVENESS IS IMPACTED BY LOCATION

Fairbanks AK, Glendive WY, & Eureka CA drove the most video completions in Q1.

Online: CTR Online: Completion Rate

1

3

2

1

23

Laredo TX, Harlington TX, & Bluefield WV drove the

highest CTR during Q1.

Mobile: Engagement

Meridian ID, Columbus OH, & Quebec drove the highest

mobile engagement during Q1.

12

3

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CLIENT SPOTLIGHT: MOVIE PREMIERELeading up to its March premiere, viewers were most likely to actively engage with the commercial to watch the extended trailer between 6:00am-1:00pm. Viewers that engaged watched for an average of 42 seconds prior to continuing to their content.

Engaged Time Spent Watched Time Spent

Engaged viewers avg. Time Spent :42 sec

Passive viewers’ avg.Time Spent :22 sec

Engaged Time of Day

6am - 1pm best for Engagement

Watched Time of Day

Passive completions were highest between 9 - 11pm


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CLIENT SPOTLIGHT: MOVIE PREMIEREIn addition to the impact of daypart, more viewers opted to engage with the extended trailer while consuming short-form video content. Passive ad completions were strongest when viewers watchedlong-form content.


Engagement was highest in short-form content.

Completions were highest in long-form content.

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TV SEASONALITY IMPACTS DIGITAL RATINGSAs Q1 progressed and TV season restarted, digital consumption saw a higher share around primetime in March relative to January.

0%

2.3%

4.7%

7.0%

12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm

March February January

Stream Composition: Q1 2012

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AS VIEWERSHIP SHIFTED TOWARD PRIMETIME, ENTERTAINMENT, CELEBRITY, AND TV STREAMS BECAME MORE POPULAR

40%

47%

53%

60%

January February March

45%

55%

58%

Entertainment, celebrity, and TV streams

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MARCH SAW MID-WEEK VIEWERSHIP RISE IN POPULARITYOverall in Q1, reach peaked on Fridays and throughout the weekends. In March, however, reach shifted towards mid-week in sync with TV show premieres.

Online Unique Reach: Q1 2012 Mobile Unique Reach: Q1 2012

12.00%

13.00%

14.00%

15.00%

16.00%

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

13.0%

13.5%

14.1%

14.7%14.9%

15.6%

14.3%


15.5%

14.8%

13.5%13.4%

13.7%

13.9%

15.3%

Reach shifted earlier in the week in March as the TV season began.

Mobile applications saw the highest reach opportunity for video ads on the weekend. This was a consistent trend throughout Q1.

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DAY OF WEEK’S INFLUENCE ON COMPLETIONS AND CTR

In sync with reach, Completions were highest on Fridays.

Day of week had little to no effect on CTR.

Q1 Ad Benchmarks: Day of Week

In addition to overall digital viewership spiking on Fridays during Q1, viewers were also more likely to complete video ads on Fridays. This supports the idea that ads are acceptable during popular viewing hours. The day of week, however, did not make a significant impact on viewers’ propensity to interact with digital ads.


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Brand Health was strongest on Saturdays for a cosmetic advertiser

For an allergy company, the highest Brand Metrics ROI occurred on Mondays

CLIENT SPOTLIGHT: CONSUMER PACKAGED GOODSDoes Day of Week affect brand health? Unlike direct response, branding is specific to each marketer and the product goals or market maturity. There is not one solution for all branding needs. Within the CPG vertical, Day of Week showed unique and individualized impact for two mature CPG brands.


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15.5%

14.8%

13.5%13.4%

13.7%

13.9%

15.3%

If reach and ad delivery is the goal, target your campaign to the weekends to drive the most effectiveness.

For a travel company, engagement and time spent was strongest for in-app video ads Monday and Tuesday.

CLIENT SPOTLIGHT: TRAVELIn Q1, weekends provided the greatest reach opportunity for in-app video ads. However, a travel brand found mobile reach was more effective during less popular consumption hours. At the beginning of the week, viewers were more likely to actively participate with the ads and less likely to skip.

Performance Key: Above Q1 average Below Q1 average 0 is baseline (avg. performance)

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Note: The mobile applications analyzed by VideoHub in Q1 allowed users to skip any video advertisement.

0%

15%

30%

January February March



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SPORTS CONTENT GENERATED A SIMILAR “DIGITAL EFFECT”Online sports content follows TV’s seasonality.

Soc

cer

Foot

bal

l

Bas

ketb

all

Bas

ebal

l

Wat

er

Ska

teb

oard

ing

Wre

stlin

g

Aut

o R

acin

g

Box

ing

Bic

yclin

g

Bod

ybui

ldin

g

22.3%

20.9%

12.7%

10.2%

9.0% 8.7%

6.6%

3.6%

1.0% 0.9%0.1%

Baseball Basketball Soccer Football

Football streams were highest in January leading up to the Super Bowl, while basketball streams steadily increased.

Soccer, football, and basketball saw the greatest percentage of viewers.

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MEASURE WHAT MATTERS: REACH IS ONLY HALF THE STORYAs digital consumption grows and technology accelerates, it’s critical that the ecosystem is effectively measured, audited, and valued to allow for the right innovation and the right investment.

GRPs + Digital Accountability = Knowing “which half of your advertising is working”

In traditional TV’s mass consumption environment, GRPs are a great way to

understand your reach impact and SOV.

In digital, GRPs are the building blocks to understanding the relationship between

reach and effective marketing.

Negative Experience Clicked Engaged with Brand

Skipped Positive Brand Experience

Completed Ad

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Put aside proprietary algorithms for a moment and focus on the simple data that has been used for 50 years in TV. Was your ad seen? Unlike search and display which focuses the bottom of the funnel, branding requires different measurement tools. TV doesn’t need viewability metrics, but digital screens aren’t static and can be moved at any time. The viewability of a digital ad must be measured to prevent foul play, rewarding quality content and illuminating the true effectiveness of video advertising.

0%

20.0%

40.0%

% of Reach

5%

30%

19%

36%

10%

XL L M S XS

36% of ads were delivered in large players and 10%

were delivered to extra large players during Q1.

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CREATE EFFECTIVE REACH OPPORTUNITIES BY UNDERSTANDING AND DEFINING A QUALITY VIEWING ENVIRONMENT



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MOVE PAST ABOVE OR BELOW THE FOLDDifferent web pages, different browsers, and different devices make it impossible to know if your ad is ever seen. Viewable Ads, a part of VideoHub’s proprietary Player Position technology, allows publishers to enhance and expose their valued content and advertisers to ensure their ads are in view. Using the right tools to align digital investment in quality branding environments allows brands to be effective before trying to be efficient.

March Results:

Contrary to display, streaming video is showing strong Viewability. Across 3.5 billion video ads and over 100 video publishers VideoHub found:

• 88% of video ads were fully visible.

• 7% of video ads were partially obstructed.

• 5% of video ads were never seen.

BROWSER POSITION

Not Visible

100% Viewable

Not Visible

Partially Viewable

Above the foldBelow the fold

Tips for Quality Video Measurement

• Technology used to measure display cannot be repositioned for video.

• Seeing the location of the player requires advanced capabilities.

• Make sure you know the % of streams that were measured before making optimization decisions. Don’t rely on small data samples.

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PLAYER SIZE AND ITS IMPACT ON PERFORMANCE

XL players saw strongest Completion rates

Small players saw the lowest levels of Engagement

Small players maximized Intent and Favorability

-100

-50

0

50

100

XLarge Medium Large Small

-100.0-71.4

-42.4

100.0

-20

-10

0

10

Large Medium Large Small

-17.1

-4.6

1.3

7.6

-20

0

20

40

Small Medium XLarge Large

-6.80.5

22.3

32.1

Large player sizes are perceived to drive a better viewing experience. TV has followed that trend. However, the digital space is disrupting this preconceived notion. Small players, typically surrounded by articles, pictures, posts, etc., result in a very effective ad environment. The small screen doesn’t make ads “work better,” the difference is rather the lean forward and diverse environment.

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In-Banner (300x250 unit)In-Stream Video100% Viewability: 44.15%Partially Viewable: 21.57%

Non-Viewable: 34.27%

100% Viewability: 92.74%Partially Viewable: 6.7%

Non-Viewable: 0.56%

CLIENT SPOTLIGHT: AUTOMOTIVEAlthough most video environments show strong results for Viewability, there’s confusion in the market between in-stream and in-banner video. Both formats can be effective, however, there is very little in-stream video content and it requires tools deep within the video player to be effectively measured. Always clarify if your video is in-banner or in-stream as the results can vary greatly.

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Video Advertiser:March Activity

Delivery Outside U.S. (%)

Video Property A 36.0%

Video Property B 2.5%

Video Property C 0.27%



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GET DATA IN REAL-TIME TO QUICKLY ADJUST AND FOCUS ON MEASURING WHAT MATTERS FOR CAMPAIGN EFFECTIVENESSVideo technology is advancing quickly, but that doesn’t have to be an industry pain point. Advertisers and publishers can now seamlessly work together with accurate and real-time data to verify campaign effectiveness, eliminating the need to rework contracts and spend time reallocating media. Through VideoHub, this advertiser was able to instantly recognize that its publisher partners were serving ads outside of their target, the United States.

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KNOW EXACTLY WHEN YOUR REACH WORKSThe VideoHub platform has integrated Nielsen GRPs within our ad server and publisher products. A technology client was able to understand how online video was building incremental reach and, more importantly, the effectiveness of certain ratings across all their publisher partners and video placements.

• Campaign drove 4.5 GRPs against the A18-44 target, reaching ~ 2% of their addressable audience with an avg. frequency of 2x.

• Delivered 4.3 GRPs against their target A25-34.

• Male and female viewers equally engaged, older (35-49) over indexed vs. younger viewers.

• Brand Lift: Both men and women were shifted as a result of the campaign, but women had a higher baseline.

ViewingQuality

85%Effective3.21%Brand Lift

41 secEngaged Time Spent

Ratings(Delivery)

4.5 GRPA18-44

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* VideoHub has integrated Nielsen Online Campaign Ratings across the Platform allowing clients to access GRPs in real time on a daily basis. VideoHub also provides clients with an understanding of how various audiences responded to their video ads via third party cookie data. Note: Third party cookie data is not provided by Nielsen.

Third Party Cookie Data*NIELSEN ONLINE CAMPAIGN RATINGS: Q1 2012 Engagement Rate



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KNOW EXACTLY WHEN IT DOESN’T WORKA CPG Brand who intended to reach and engage women, found that a repurposed TV commercial was seeing a high drop off from women relative to men.

The campaign target was moms (W35-54), but older female audiences were dropping off from the ad and there was a higher concentration of ads served to younger females.

Interestingly, both men and women 18-34 were responsive to the ad, particularly those who were fans of pet and family content.

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Third Party Cookie Data*NIELSEN ONLINE CAMPAIGN RATINGS: Q1 2012

* VideoHub has integrated Nielsen Online Campaign Ratings across the Platform allowing clients to access GRPs in real time on a daily basis. VideoHub also provides clients with an understanding of how various audiences responded to their video ads via third party cookie data. Note: Third party cookie data is not provided by Nielsen.



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MAKE IT SCALEABLEThe value of data is diminished if it can’t be scaled or repeated. Baseline reach and frequency are critical to brand building, and the digital screen can be used to automatically shift a higher percentage of your R/F into more effective areas. This technology brand found an opportunity to improve brand lift by shifting their reach to the time of day when their effectiveness was maximized.

Effectiveness Reach Optimization

6am - 5pm

Improving Brand Lift over Time

Shifting a small percentage of your scheduled reach can allow you to maintain your reach goals plus deliver more effective ratings.

10pm 3am

Average 3.21% lift

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MOVE GRPS TO ACCOUNT FOR THE OPTIMAL FREQUENCYWhat effect is your ads’ frequency having on your brand? Understanding the frequency needed to drive certain viewer actions and impact brand health is critical to building the most effective media mix. If this advertiser’s goal is CTR, capping their frequency at 1x could help them save wasted impressions.

Reach Distribution by Frequency

Did you know: The majority of digital video campaigns include 5-10 video partners, yet they typically only reach viewers 1x.

1X 2X 3X 4X 5X 6X 7X 8X 9X 10X 11+

1x Maximized CTR

2-3x Maximized Engagement

6-8x Maximized Brand Lift

K

KKKK

K

K K KK K

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0

25

50

75

100

Con

tent

Len

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Publ

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r

Vide

o Vi

ew H

isto

ry

Freq

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Play

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ize

Con

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Cat

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Bro

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Type

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Tim

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Vide

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onsu

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Dem

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Brand PerformanceCompletion RateCTREngagement Rate

SUMMARY: DIGITAL PERFORMANCE GOES BEYOND REACHTo be most effective with your video campaign, know exactly what affects your performance goals.

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ABOUT VIDEOHUB ENTERPRISE PLATFORM

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VideoHub is a first of its kind end-to-end analytics and ad management platform built exclusively for video. The technology helps marketers, agencies and publishers monitor and monetize the complex video ecosystem by dynamically matching content and viewers, delivering on marketing goals, and maximizing brand impact.

VideoHub brings an unmatched level of accountability and transparency to video advertising. The technology continuously monitors 14+ critical variables that affect ad performance and adjusts delivery – in real time – based on billions of data points. Clients have unfettered access to consumption and ad performance data that did not exist before, combining the massive reach required to drive TV-like awareness for brands, with the ability to drive middle-funnel metrics like perception, consideration, and intent.

VideoHub, built from the ground up for brand marketing, enables you to understand why your advertising works, or doesn't work. We believe effectiveness always trumps efficiency and provide this information to help make online video truly actionable and profitable. We’re excited for the opportunity to share what we are doing each day, bringing transparency and accountability to brand marketing with video.

Please contact us at [email protected] with any questions or for more information about this report.

VideoHub Perform

ance Replay: Q

1 2012

mailto:[email protected]

mailto:[email protected]

PERFORMANCE REPLAY REPORT: Q1 2012
